2010 Winners & Shortlists

Results and Effectiveness

Advocacy figures increased to 56% vs 38%, Trust to 63% (vs 45%), Favorability to 87% (vs 79%) and Familiarity 98% (vs 92%). Spontaneous awareness of Nestlé grew from 9% to 15%. Prompted Familiarity with company jumped from 77% to 92%. Strong Association of being Healthy and Nutritious products jumped from 30% to 48%. Popular opinion leaders volunteered to take part in the TV program as they could see the societal benefits. Source: AC Neilson Corporate brand tracker.

Creative Execution

We approached the leading TV station – Mehwar and in partnership, contributed to one of the nation’s most popular talk show. We created “Nestlé’s be at Your Best” segment within this talk show that was aired twice a week. Nestlé showcased their top of the line experts to provide tips & advice regarding issues that impact each and every family with open phone lines for viewers nationwide to call in live and ask questions.

Insights, Strategy and the Idea

What people don't realize is Nestlé is more than a food manufacturer. Our challenge was to build Nestlé corporate image and claim ownership of all their brands to own the Nutrition, Health and Wellness platforms amongst Egyptian housewives and mothers. With Egypt being one of the countries under the radar of H1N1 scare in 2009, health and well being were prime concerns for all. Fearing an epidemic, people reduced their “outings” and were just engaged in their daily routine between home and work. Families were glued to their televisions sets for entertainment. Our idea was to secure these communication channels that will help in showcasing the entire range of products and reinforce the healthy & nutritional image of Nestlé at large.